Millennials May Whine, But We Definitely Wine!

September marks the end of summer and the start of the busy school season. For most, this means a packed schedule, hectic mornings – the works, but did you know it’s nearly mandatory to enjoy a glass of California wine? Most Millennials will be partaking, but that’s only because wine has become their new drink of choice.

September marks the start of California Wine Month and as most Gen Y-ers head back to campus, it’s more than likely you’ll find a bottle of vino in the kitchen. In light of the recent earthquake Northern California experienced, it’s a better time than ever to support wineries from the Napa Valley, in particular.

Millennials above the legal drinking age guzzled up 25.7 percent of wine by volume in the U.S. in 2012. This is higher than the global average of 20.6, but lower than the 41.4 percent of wine by volume consumed by U.S. citizens aged 55 and up.

“Historically, wine has been marketed to older generations and came with a huge pretense. But this generation is blowing all of that out of the water. They don’t care about the pretentiousness of a wine, they want something that is authentic and speaks to them. This is a huge marketing opportunity.”

Source: www.enjoyart.com

Wine has traditionally been viewed as a classy, refined drink – not necessarily one marketed towards college students. However, times (and tastes) are changing and the wine industry is making new and creative adjustments to appeal to their new audience. Although some argue the wine industry is one step behind in their marketing schemes, 20 million Gen Y-ers have yet to turn 21, so better late than never to get started.

A recent article from CNBC featured an Oregon winery seeking “this real interaction between form and function”and it’s packaging pinot noir in a can. The wine costs $6 per can (or $24 for a four-pack) currently available on the Union Wine Co website as well as in stores in Rhode Island, Maryland/Washington D.C., Ohio, Illinois, California, Hawaii and Oregon.

“We’re certainly focused on keeping it real and removing the pretense that surrounds wine,” said Ryan Harms, owner and winemaker of the Union Wine Co. The winery is based in Tualatin, Oregon, roughly 30 minutes outside Portland. “While all that ceremony may be good and attract a group of consumers, it can be off-putting and can keep new consumers from entering the wine category.”

About Sarah Ryan -- San Francisco, California

Sarah is @ppetite's Assistant Editor as well as an Account Coordinator on the Consumer Food and Nutrition team in San Francisco providing communications council to various food brands. Her passion for food began close to home – at her kitchen table! Her family made a point to dine together every night, providing Sarah with her two favorites: great cuisine and great company. Sarah's always curious to learn about the future of cuisine and looks forward to discussions through the @ppetite blog.